However, as previously reported – before The Project episode had wrapped up, social media was filled with harsh comments as fans claimed the promotion clashed with a similar one being aired on rival network Channel 7.

Several fans on Twitter believed Bickmore’s appeal could have been launched on a different date as it clashed with AFL great Neale Daniher’s annual Big Freeze at the MCG, where bright blue beanies were sold to support research into motor neuron disease.

“I also just wanted to say a few people have been asking why we launched our campaign on the same day as Neale Daniher’s Big Freeze at the G. Honestly, it was completely unintentional,” Bickmore said.

“We were due to launch our beanies a couple of weeks ago but they didn’t arrive in time so we had to push it back a few weeks and in the business of making it all happen, and keeping our supporters happy, we didn’t take note of the fact the new date then clashed with Neale’s Freeze at the G. We just wanted to finally get the beanies out to everyone and of course now I wish I had waited another few days.”

Bickmore has been an active supporter of research into brain cancer following the death of her husband Greg in 2010.